Is Heineken promoting animal fighting?

Update: As we suspected – Heineken had nothing to do with dog fighting. Read on to discover about snakes.

It wouldn’t be cool for a brand to promote bear-baiting, dog fighting, badger-baiting or cock fighting. Would it? What about snake fights? Snakes don’t have fur or feathers. Does that make them different?

I’m really not sure about the latest Heineken ad. It seems to be suggesting that snake fights are cool. Okay, the ad says the secret, off shore, snake fight is for charity but does that change the fact humans are encourging animals to fight each other?

2012: Dog fighting update

It’s a year after the snake fighting advert and Heineken find themselves in a dog fighting drama. This time concerns centre around this picture which seems to show Heineken banners beside a dog fighting pit.

However, I think there are real questions as to whether Heineken actually put them there or whether the venue happens to be a Heineken outlet and, without telling the brand (which seems likely), gets involved in animal cruelty.

In Pure Spirit

What do you think? Is Heineken pushing too hard to be cool with this ad? Have they crossed the line?

19 comments
Chris Farmer
Chris Farmer

If you want to believe their PR blurb, that's on you. Heineken has also been linked to sponsorship of bull fighting and snake fighting, so no-one is making anything up. They are COMPLETELY responsible.

malena
malena

You should died the same way they are obligated to do it, poor animalsn they are so pure souls.God plese help them and protect these creatures from the biggest monster in the world, the human being ....

6000
6000

Seriously? You people believe that Heineken is sponsoring dog fighting? Wow. You are desperate. THINK. Do you really believe that they would sponsor dog fighting? Really? At the very worst, this is a dogfight in a venue which happens to have Heineken banners up.

peieeeeee
peieeeeee

Heineken is not responsible: refer to their message: We are aware of images of dog fighting circulating online including our branding. We do not support such cruelty & are urgently investigating. So dont be making up stuff please ;)

helen
helen

HEINEKEN.................you are disgusting.........i look forward to watching your empire DOWN!!!..

NoMoreHeinekenForMe
NoMoreHeinekenForMe

You people are losers. I'm boycotting losers from now on. Get a fucking life. Seriously. If you buy a product based on the commercial advertising and not the actual quality of the product itself then you are a fucking robot. I'm not going to drink Heineken or Heineken Light anymore simply because they have no balls to say "F you, you can't censor our art" and that's exactly what it is.

Jen
Jen

E-mailed Heineken to let them know I believed it promoted animal fighting & exotic skins. I received this response today. It looks like according to the response they'll replace the ad in the US market. I obviously wasn't the only one that mentioned some dislike. Thank you for your inquiry regarding the recent advertisement for Heineken Light produced by Heineken USA. We appreciate the time you took to write and share your opinion with us. Heineken holds respect for society as one of its core values, and as such, in the United States, Heineken USA adheres to both an industry advertising and marketing code, as well as a more stringent, self-imposed global code that applies to all Heineken International subsidiaries. Like all of our advertisements, this ad concept went through a thorough review process before it was released. The advertisement was in no way intended to offend. It is important to note that the snakes in the ad were computer generated; no snakes were harmed in the making of this ad. While the snakeskin jacket was real, it was part of the theme of the ad and fit with the character we were trying to portray. The jacket was used as a prop, to illustrate the 'occasionally perfect' ad theme.The intent of the ad was to create a humorous, over-the-top and unrealistic scenario, in which, ironically, only a snakeskin jacket could be the perfect wardrobe enhancement. Consumer testing of the ad concept also yielded positive results. Despite this due diligence, we recognize and accept that some consumers like yourself are offended by the ad, and as such, we have made the decision to replace the ad. It will take approximately seven to ten working days in order for this process to be complete. We have already begun the necessary steps to facilitate the replacement of this advertisement on U.S. television and the Internet. As always, we are interested in the opinions of consumers regarding our activities and your input on this issue was important to us. I am hopeful that the information we have provided to you in this regard addresses your concerns. Thank you again for taking the time to share your views. Sincerely, Heineken USA Consumer Affairs

Bridget
Bridget

I think we should all urge a ban on Heineken. Hit them in the wallet and they may think twice about these ads.

Liz T
Liz T

Thank you for posting on this--I was horrified. My dad seems to want to start a blog just so he can write a post about how awful this ad is.

Alison
Alison

Just saw the commercial and it immediately angered me. They are promoting animal fighting & wearing an animal skin jacket. Terrible.

Erin
Erin

The commercial is careless and crass. I'm always astounded by the idiotic ideas people spew out. Boo, Heineken.

Tracey
Tracey

Yes I do believe they would support these events. Remember it is all about the almighty dollar unfortunately, for Heineken they were caught red handed and just like any guilty person they deny and blame. They should take responsibility for even hosting events at a place that has dog fighting. Do I believe for one second they simply "forgot" to take down the banners? You need to THINK and look at Heineken past where they support bull fighting and distastefully displays a man in their commercial wearing a real snakeskin jacket. But just continue blissfully drinking your cold Heineken, most ignorant people would.

Tracey
Tracey

Yes because Heineken would NEVER make something up in order to save face, it is in fact the people who care about animals that make this stuff up. Get your head out of the sand darling, they promote bull fighting they also have a commercial with a man wearing a snake skin jacket that is not fake (heineken admitted it was real but said they used it for a prop--wonder how the snakes who died for that jacket feel about that?) so why is it so far fetched to believe they would sponsor dog fighting. If it was an accident as they claim then they should still take responsibility for hosting events in a place that also host dog fighting. This company is busted and I hope everyone will boycott them. Obviously people as yourself will continue to support this type of company. Good for you, maybe one day your skin will also be used as a prop.

Tracey Firster
Tracey Firster

Yes because animal cruelty is "art". Get real! They promote bull fighting and dog fighting, if you do not believe that then you are the loser my dear. They simply got caught red handed and scrambled for a way out by blaming and denying. If you were so free spirited with your free speech and all then why use a fake name when signing in? It is not just the commercial that is distasteful but also the pics of their banners at bull fighting and dog fighting events. The great thing is we all have lives unlike the poor animals that are nothing but a paycheck to these others who support these type of events. I love when people do not have anything intelligent to say they use curse words and resort to calling someone a loser. Quite like the pot calling the kettle black wouldnt you say?

Andrew Girdwood
Andrew Girdwood

Thanks for sharing. I think this is a really useful post for the community to see.

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